Client Profile

Magnifying Urban Realities and Affecting Lives (M.U.R.A.L.) is a Chicago-based, grassroots-driven organization founded by American rapper, record producer, and entrepreneur Lupe Fiasco that works to increase food access, incorporate hip hop education into the common core curriculum, and fund youth empowerment programming.

Project Scope

Lacking a unified brand or voice, M.U.R.A.L. came to Streetsense to audit its existing marketing materials and develop a clear identity for its brand. Streetsense created a custom survey to gather valuable information from the board and internal team, ultimately using these insights to refine the organization’s mission, outline its main initiatives, and develop its key messaging. Streetsense worked with the client team to develop an intuitive website structure and modify early versions of the logo to suit the digital space. The resulting messaging continues to be implemented across the brand’s channels, while its website serves as a vital space for fans to get involved through volunteering, grant application, and donation opportunities.


  • Collateral + Packaging
  • Digital Marketing
  • Marketing Strategies + Campaigns
  • Messaging Platforms
  • Storytelling